"This image of 'the unforgettable fire' applied not only to the nuclear winterscape of 'A Sort of Homecoming,' but also the unforgettable fire of a man like Martin Luther King, or the consuming fire which is heroin."
Just as in 2006, U2 is again featured in a series of TV commercials promoting the FIFA World Cup on ESPN. Two commercials are already airing, and when the World Cup starts in June, it'll feature music and footage from U2's Pasadena concert DVD, which will have just been released and on store shelves.
Robben Island communicates the historic nature and importance of the FIFA World Cup in South Africa, through the prism of soccer. This spot was filmed on location at Robben Island off the coast of Cape Town, South Africa. It is the site where eventual South African President Nelson Mandela was imprisoned for decades, alongside other political prisoners, during the country's apartheid era. (Set to U2's "Where the Streets Have No Name" with Soweto Gospel Choir).
UNITED conveys the passion for the FIFA World Cup that unites disparate cultures (set to U2's "Magnificent").
The Power of 10 celebrates the honor and burden that comes with wearing the most sacred jersey number in soccer (set to U2's "Out of Control").
Passion captures the excitement that the FIFA World Cup invokes -- highlighting the documented "baby boom" that occurred nine months after Germany hosted the 2006 event (set to U2's "Desire").
There's also a fifth spot (actually the first one to air on ESPN) that uses "City of Blinding Lights." You can see that on ESPN's YouTube channel. We'll embed the "Robben Island" commercial that uses "Streets" below.
Footage from the U2 360 concert in Pasadena last year will also be used in "every program throughout ESPN's presentation of the 2010 FIFA World Cup including soccer highlights, match and studio coverage."